Case Study: How Orderchamp helped Edelman unlock new B2B sales channels

Introduction

Edelman, a Dutch company with over 125 years of history, has grown from a small cactus nursery into a multi-brand leader in home and seasonal decor. With over 30,000 SKUs across seven brands, they have built a strong reputation in Europe, selling through major retailers such as H&M Home, Maisons du Monde, and Karwei. Known for their trend-driven collections, competitive pricing, and broad assortment, Edelman has consistently adapted to market demands.

As the wholesale industry evolved, Edelman recognized the growing importance of digital B2B sales. In 2022, they partnered with Orderchamp to expand their reach, joining the online Marketplace as a seller, and connecting their digital product catalog to Dropshipping by Orderchamp shortly after. By tapping into Orderchamp’s extensive network of independent retailers, they were able to connect with a broader audience while maintaining the strong customer relationships that define their business.

This case study explores how Edelman leveraged Orderchamp’s Marketplace and Dropshipping solutions to unlock new growth opportunities while maintaining their commitment to quality and exceptional customer experiences.

The challenges of bringing a multi-brand company online

Before partnering with Orderchamp, Edelman had a well-established wholesale business, selling through direct orders, major retail chains, and their own digital portal. However, they had not yet explored the potential of an online B2B marketplace. With a vast catalog and multiple brands to manage, Edelman had unique pre-requisites to ensure that whoever they partnered with could handle the complexity of their business model efficiently and without creating additional work for the team.

Key requirements included:Orderchamp addressed these challenges by offering: 

Thanks to the option to have multiple storefronts, Orderchamp was able to facilitate a unique presence for each of Edelman’s brands allowing them to distinguish brand-specific orders and set custom shipping & pricing rules per storefront. In addition, the partnership with Orderchamp provided Edelman with the essential tools to manage their expansion efficiently while maintaining a personal connection with their new retail partners. Direct messaging features allowed them to engage with retailers individually, while the centralized backoffice ensured that their entire team could oversee product data, pricing, and inventory without disrupting existing operations.

"I think Orderchamp is truly amazing. I really enjoy working with it. Everything is easy to find and quick to implement. I didn’t need much guidance, and even without prior e-commerce knowledge, the platform is very intuitive and a pleasure to use.”
Sophie Vleut Prasse, E-commerce Coordinator

Growing sales with Marketplace & Dropshipping

Once Edelman was fully set up on Orderchamp, they quickly saw results. By joining the Marketplace, they were able to significantly expand their reach and increase brand awareness. While they had already built strong partnerships with large retail chains, Orderchamp introduced them to a new base of smaller, independent retailers—an audience they had not previously accessed at this scale. This expansion allowed them to strengthen their market position and drive additional sales without requiring a significant financial or operational investment.

With Orderchamp’s smart recommendation system connecting brands with suitable retailers selling in the same categories, Edelman received more than 230 orders on the Marketplace in just 2 weeks, all from relevant new business customers. Over the next year, Edelman’s Marketplace storefronts saw an average yearly conversion rate of visit to order of an impressive 7.4%!

As their success on the Marketplace grew, Edelman later expanded into Dropshipping by Orderchamp as an additional revenue stream. With over 30,000 SKUs, managing inventory across multiple sales channels can be resource-intensive. However, because their catalog was already integrated into Orderchamp’s system, enabling dropshipping was a seamless process. With this additional sales channel, they gained access to online retailers who could offer Edelman’s product catalog without the need to purchase and store inventory upfront, thus allowing them to get more of their collections in stores.

Unlike traditional wholesale, dropshipping allowed Edelman to offer their products to retailers with minimal effort. Orders were automatically processed through their existing fulfillment system, meaning that every sale generated through dropshipping required no additional manual work. While individual orders tended to be smaller, the high volume of transactions provided a steady and scalable source of revenue that integrated effortlessly with their existing B2C logistics.

By adding both Marketplace and Dropshipping sales channels on Orderchamp, Edelman was able to successfully grow their business while maintaining the personal relationships that are critical in wholesale. The ability to directly message retailers, curate specialized collections, and offer customer-specific prices and discounts meant that even as they scaled, they could keep their customer experience at the same high level.

Key takeaways

Edelman’s partnership with Orderchamp demonstrates how large, multi-brand companies can successfully scale their B2B operations online. With the right wholesale partner providing automation tools, essential B2B features, and a user-friendly interface, Edelman easily navigated complex catalog management requirements while expanding into new wholesale channels.

Key insights from Edelman’s success:

• Automation is crucial for efficiently managing large product catalogs.
• Orderchamp’s Marketplace and Dropshipping channels helped Edelman add new profitable sales channels while reaching a new, diverse retailer base.
• Maintaining personal customer relationships remains key in wholesale, even in a digital-first approach.